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The Result
Year 1 ROAS
$9.49
return
on every $1
Click-thru rates (CTR) increased by 44%
In the first year, the campaigns increased monthly Average Bookings Revenue by 17%
Over a 12-month period, we lowered the Average CPA (Cost Per Acquisition) by 59%
Solutions
87.5%
This is a solution, and has metrics like percentages. 100% better than just plain text! Wow!
68.7%
This is a solution, and has metrics like percentages. 100% better than just plain text! Wow!
37.5%
This is a solution, and has metrics like percentages. 100% better than just plain text! Wow!
The challenge:
Silver Airways is a regional airline that operates routes within Florida and between Florida and the Bahamas. Known to have the most routes to the Bahamas and Key West, the airline tasked us with increasing brand recognition and direct bookings online.
Insight & Strategy
Our team, in partnership with South Florida Commuter Services, the City of Key West and District 6, developed the "Car-Free Key West" brand, messaging and campaign that supports pedestrian and bicycle safety within the city.
We knew we had to change some minds – the car culture is entrenched in the Florida Keys, especially since driving is the most popular way to get to and from destinations linked by long stretches of road.
With Key West being a small island - only 4 miles long and 1 mile wide, a car is actually one of the least efficient ways to get around – we needed to get drivers used to the idea of parking the car!
The campaign aims to show how much more enjoyable (and often faster) it is to walk, bike, or take alternative transportation - rather than being stuck in a traffic jam.
We also created the brand and promotion of the new downtown circulator bus, "The Duval Loop" which runs a circuit adjacent to Key West’s world-famous main street.
Campaigns were targeted at tourists and Key West locals and showcased the benefits of a free ride to 16 of the most popular destinations in town.
The integrated campaign included the development of a highly interactive website, search marketing, online bicycle, pedestrian and Duval Loop maps, online display in travel-related sites and collateral materials to educate users.
Awards
Summit Creative Awards
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